Aptil 1922 



BETTER FRUIT 



Page Thirteen 



valence of too easy credit. Certain market- 

 ing factors have made a practice of advanc- 

 ing cash and supplies to the growers in 

 order to secure control of their crop and be 

 sure that it would be sold to them when 

 readv to pick, pack and ship. The result 

 is that growers have spent too much mone}- 

 during the growing season. They have not 

 had the hand of necessity in a position to 

 restrain them. 



These growers have been optimistic and 

 have spent this money in anticipation of 

 repaying it from the returns from their 

 apples in the fall and having a good surplus 

 besides this left, on which to live the 

 following year. When fall arrives they 

 find their returns less than they had anti- 

 cipated, for fruit growers know that this is 

 much more liable to happen than the 

 reverse. They find, in fact, that they have 

 used up most of what their apples really 

 brought them in net returns, during the 

 summer. The only thing for them to do is 

 to repeat the process and all too often ^he 

 result has been the same year after year. 



In the past the cash advance system was 

 perhaps the only method of financing open 

 to the growers. But now this is no longer 

 true. The Federal Reserve system has 

 provided for making growers' paper eligible 

 for rediscount, when properly secured, and 

 has provided for making the growing crop 

 on the trees this security. 



The grower can now go to his banker, 

 get the cash he needs and be able to pay 

 cash as he goes. He can pay cash for his 

 orchard supplies and for his household and 

 other expenses and, in the majority of cases, 

 he can get better terms and prices than he 

 time comes he is free to sell wherever he 

 ever got from the cash buyer. When selling 

 can get the best offer. He can use any one 

 of the methods of selling which are open 

 to him. He is on an open and above- 

 board business basis, and can reap the profit 

 of such a position. 



Of course, this means that he must go 

 to his banker with his statement of condition 

 and with his crop estimate. In the past 

 all too many farmers have been unwilling 

 to do this. But it is hoped that the apple 

 growers will cultivate a frankness in their 

 dealings with their banker advisers which 

 will permit them to go to them with their 

 needs for financing and be taken care of 

 on a business basis. 



1 believe that the cash buyer has a place 

 in the industry, but 1 believe that this place 

 is not connected with granting credit. 

 Many growers prefer to sell for cash and 

 to know that they will have the cash when 

 the fruit is delivered. They also are will- 

 ing to take less, if necessary, than they 

 could secure elsewhere if they can have the 

 cash and know just how much it is. Thev 

 want to know how much they can depend 

 on; how much they will have for new 

 machinery; how much with which to buy 

 additional land or an automobile, etc. 

 These men, therefore, need to have a 

 chance to sell to the cash buyer. 



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Others are not speculative in their make- 

 up. They prefer a sure thing in the fall 

 to a chance of more retu^n^■ in the spring 

 or summer. Hence they throw the burden 

 of the speculation on the shoulders of the 

 cash buyer. If he carries this he must have 

 an adequate return. Hence I believe that 

 the cash buyer is an important cog in the 

 marketing machine. 



THE need for co-operative advertising 

 cannot be too greatly stressed. People 

 in the east must be made to see that the 

 western apple is a quality product! that it 

 is a staple and not a luxury. They must 

 be made to see the superiority of the 

 western boxed apple over the barreled 

 product. They must be made to realize 

 the value of the apple as a food. These 



